A super comprehensive operation plan for Chinese Valentine's Day!

The Chinese Valentine's Day is a festival that emphasizes a sense of ritual and atmosphere. Educational institutions can enhance users' experience and increase their desire to consume by creating the atmosphere of a knowledge store.

In terms of store design, educational institutions can start with carousels, navigation bars, detail page posters, etc., and add some Chinese Valentine's Day, Valentine's Day, and romantic elements, but it should be noted that the main body of the store is knowledge products, so the overall design should be simple and elegant.

2. Offline: Set up a check-in area to create a theme scene for the Qixi Festival event.

Offline stores of educational institutions can also create some scenes related to the Qixi Festival activities, such as setting up "confession balloons" and "short paper but long love" check-in areas to attract store users to check in and spread the word.

The check-in area should have an obvious brand logo, and users can receive small gifts if they check in and forward the message to their friends, thus creating a festive atmosphere and expanding brand promotion.

1. Event poster design

Educational institutions can design promotional posters for the "Chinese Valentine's Day, Love and Gifts" event, insert a QR code on the poster, promote the Chinese Valentine's Day event through WeChat public account content push, circle of friends promotion, poster fission dissemination, etc., and increase user conversion rate.

2. Splash screen ads highlight activities

The splash screen ad is the first page that users see after entering the knowledge store, and it can leave a deep impression on users.

Teachers can set up splash screen ads with themes such as "Chinese Valentine's Day Offers, Love and Gifts" and "A Love Letter to You". Users can click on them to jump directly to the event page. Teachers can also set up exclusive Chinese Valentine's Day coupons. Users can receive holiday coupons by clicking on the homepage of the knowledge store, thereby better creating a festive atmosphere and arousing consumption desire.

3. Recommend gifts to promote new customers

Through the gift-giving function for maker craftsmen’s recommendations, the speed of knowledge store dissemination can be effectively increased.

Institutional teachers can set up an activity called " Meet on Chinese Valentine's Day, get gifts for recommendations ". The activity type can be selected as "Recommend binding mobile phone number", so that user information can be obtained better for subsequent operations.

Teachers can set up multi-level recommendation rewards according to needs. For example: if a user successfully recommends 1 person and binds his mobile phone number, he can get 100 points; if a user successfully recommends 3 people, he can get 7-day VIP membership rights; if a user successfully recommends 5 people, he can be given the right to watch the boutique column, coupon packages, etc., to stimulate old users to take the initiative to initiate publicity and promotion.

4. The tool for increasing followers promotes fission

During the Chinese Valentine's Day event, educational institutions can set up Chinese Valentine's Day-themed fan-increasing fission posters for their official accounts. By using the Maker Artisan fan-increasing tool, they can stimulate old users to spontaneously spread the word and invite new users, and quickly settle new users in the official account to achieve rapid fan growth. For example, you can set up an activity to increase followers by inviting 10 people. After the user invites 10 people to successfully follow the institution's official account, they can get free access to premium courses, 31 days of VIP membership rights, the right to attend live classes, or free access to a group of big names and other activity prizes.

5. Live open class traffic

On Chinese Valentine's Day, educational institutions can develop some free live open classes based on the attributes of their own platforms to attract new customers .

For example, an emotional psychology institution can launch a special live broadcast course called "Chinese Valentine's Day Night Chat" to attract users to watch by discussing topics such as Chinese Valentine's Day, the relationship between men and women, and answering questions about love.

For example, yoga and fitness education institutions can launch live fitness courses for couples, and beauty and clothing institutions can teach couples how to put on makeup and dress for dates, etc.

During the live broadcast, you can combine a big turntable lottery to liven up the atmosphere of the live broadcast room. You can also use live broadcast to offer courses, sell some physical products, etc. to increase product sales.

At the same time, the Maker Artisan Live Open Class also has a broadcasting function, which synchronizes the live broadcast to ten platforms including Video Account, Huya, Douyu, Bilibili, etc., to expand the exposure of the live broadcast and attract a large number of customers.

6. Enterprise WeChat tools accumulate private domain traffic

At the same time, educational institutions can also use WeChat enterprise tools to deposit user traffic into the WeChat enterprise private traffic pool.

Institutional teachers can use the WeChat Enterprise tool to generate employee and group live codes for the Qixi Festival activities, and place them in various scenarios such as online WeChat, Weibo, self-media, and offline stores. Users can scan the live code to directly join the institution's WeChat Enterprise community or add the teaching assistant's corporate WeChat without verification, so as to carry out unified operation and management later.

After directing users to the company's WeChat community, institution teachers can also use group messaging tools to send Qixi Festival event posters, knowledge stores, live courses, event preview information, etc. to various communities and users, so as to achieve accurate information reach and allow users in the private domain to actively participate in activities .

After the first two steps are completed, the preparation work is almost done. The next step is to develop marketing welfare activities to attract user participation and form fission propagation. Let’s see how to do it~

1. Limited time discounts

On Chinese Valentine's Day, educational institutions can offer a 23% discount on all courses, which is a limited time special offer. Users can be stimulated to buy by using words such as countdown, limited quantity, super low discount, flash sale, and price increase after the holiday .

In addition, teachers can also select popular course products, high-quality courses, etc. and design a limited-time discount event in the "Romantic Feedback, Double Happiness" column, which will be available from 7 to 8 pm on the day of Chinese Valentine's Day to shorten users' decision-making costs and stimulate users to place orders.

2. Group buying activities

Group buying activities can quickly achieve the goal of old customers bringing in new customers. Educational institutions can use the Maker Artisan group buying tool to plan a two-person group buying activity of " forming a team and taking good classes ". Course products, VIP membership rights, live classes and other products can be set as group buying products, allowing participating sellers to enjoy super low prices.

For example, a video course that originally costs 99 yuan can be obtained by forming a group of two people for 19.9 yuan per person, thus stimulating user consumption through a large price gap.

3. Issue coupons

Distributing coupons is the most direct promotional plan.

Educational institutions can set up tiered coupons , such as 10 off for purchases over 100, 25 off for purchases over 200, 50 off for purchases over 300, and other types of coupons. New users can receive coupons when they register, purchase membership, watch live broadcasts, and see splash screen ads.

Since coupons are in the form of direct discounts on purchases over a certain amount, they can speed up consumers’ purchasing decisions and effectively improve the monetization conversion efficiency of full-priced courses.

4. Event Voting

What do you like to do most on Chinese Valentine's Day? There is no doubt that it must be "showing affection", whether it is "actively showing" or "being shown", this is an indispensable topic on Valentine's Day.

During the event, educational institutions can organize a " Romantic Chinese Valentine's Day, with Love and Gifts " photo-sharing and voting event and set up generous gift package rewards. Students can participate in the event by posting photos and videos of their daily love, Chinese Valentine's Day gifts, and comparisons between being single and not being single, etc., to stimulate users' competitive spirit and encourage them to share actively.

The event voting method can not only cause crazy fission, but also has interactivity and spreadability. It can be said to be a magic weapon for attracting and actively retaining users.

▲Activity voting example